<aside> <img src="/icons/gears_blue.svg" alt="/icons/gears_blue.svg" width="40px" /> Welcome to The Testing Process
In this video, we’re going to cover the creative testing process. We’re going to cover the process of finding your Alpha Creative™ so that you can find a winning message that resonates with the market and scale to $100k/month and beyond.
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Initial Testing ⏯
When launching our account, we’re going to start with 5 main creatives.
These 5 creatives will all vastly different ideas to find out which message is going to resonate the most with the market. We want to go broad here and try a range of angles so that we can see what the market will respond to the most.
We’ll repeat this process until we find an ad that has a high clickthrough rate and acceptable cost per lead or cost per call. This ad will be the winning concept that we’ll iterate on.
Once we identify the best overall idea (or two ideas), we’re going to test 5 different hooks on that ad. Essentially, we’re going to express this winning idea in multiple different ways—and we’ll see which version of the idea is most effective.
Then, we’re going to test the middle section of the ad—and test a few different ways to communicate our unique mechanism and super problem.
At this point, we’re going to have discovered the perfect ad. We’ll have an ad that’s been through the fire and essentially been tested and optimized.
We can then repeat this process 2-3 more times, and we’ll have a set of perfect ads that we can run year round and scale as far as our market will permit.
Practical Example 🤨
I appreciate that this is a bit abstract, so I want to show you some practical examples of this.
To help with this, I wrote a set of scripts for a few hypothetical businesses, so you can see how this actually works in action.
Example #1 → SMMA coaching
Example #2 → Men’s dating offer
Example #3 → B2B dentist offer
Let’s go through each of these examples together now, so you can see how we can arrive at a winning Alpha Creative™ using this process.
Funnel Optimization ⚙️
Once we’ve figured out the winning message, we’re going to tweak our VSL to line up with this message. We’re going to take the insights we get from testing our ads, and use them to optimize the copy on our landing page and, more importantly, in our VSL.
Scientific Testing 🧪
When testing ads, you only want to test one variable at a time. Otherwise, you won’t be able to isolate what’s actually working and your ad account will be an indecipherable mess.
Initially, we will NOT be testing the ad copy, ****the headline, the description, the thumbnail or any other aspect of the creative. We can test all of that later (systematically, by isolating each variable), once we’ve discovered the core idea that’s resonating with the market.
At this point, we can also test a round of still image creatives to see how they perform against the video creatives and if any winning ideas emerge from these ads.
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So initially, we’re going to write:
Then, once we’ve tested our script extensively and found our winning ad script, we’re going to start testing different ad copy, headlines and thumbnails to further optimize the ad.
Initial Scripts 📝
Ok, so now you understand how to find your Alpha Creative™.
The next step is to write your first set of scripts. You’re going to write 5 scripts using the training in the next 2 videos.
The first video, Scripting Facebook Ads will cover some universal principles of ad scripting and copywriting that will give you a foundational understanding how to write great ads. This is a long training, but it will change your life forever if you truly absorb it.
The video after that, Ad Script Templates, is going to give you specific scripts and templates that work well on Facebook specifically.
So go ahead and watch these videos now so you can script your first set of ads.
Summary ✍️